The promise of digitalisation is alluring: faster processes, more data-driven insights, and the ability to compete on a global scale. But not every problem has a digital solution, and not every company is ready to take the plunge. For businesses in Aotearoa, the leap towards digital transformation requires more than just ambition; it demands a strategic fit with your unique operational context and goals. Sometimes, saying “no” to digital is not a sign of stagnation but a sign of foresight.

Understanding When Digital Isn’t the Solution

Going digital for the sake of it is risky. Imagine implementing a shiny new software solution only to find that your workforce isn’t equipped to maximise its value, or that the costs far outweigh the operational benefits. Adopting technology without aligning it to a genuine business need, or before building foundational capabilities, can lead you down an expensive rabbit hole. For example, small businesses with limited budgets may rush to automate processes that don’t generate significant efficiencies, neglecting core areas where manual expertise reigns supreme.

Another pitfall arises in industries or operations requiring a human touch. Think about bespoke artisan products where the charm lies in their handcrafted nature, or highly relational services like counselling and mentoring, where genuine human connection can’t (and shouldn’t) be replaced by digital interfaces. Technology should enhance, not overshadow, what makes your business distinctive.

What to Do Instead

When digital doesn’t align with your goals or context, take a step back and refocus on what matters most: your growth roadmap. A clear strategy grounded in your business’s values, vision, and true opportunities for improvement will always pay dividends. Invest in the fundamentals first, such as upskilling your team, tightening workflows, or strengthening stakeholder relationships. These are the building blocks that prepare your company to innovate sustainably, whether the solution ends up being digital or not.

Prioritise initiatives that resonate with your customers, such as flexibility, community connection, and resourcefulness. If going digital doesn’t actively support these, it may be worth exploring simpler, low-tech solutions that still achieve the desired outcome.

The Takeaway

Digital transformation should never be about jumping on a bandwagon; it’s about crafting a thoughtful path forward. There will be instances where resisting the pull of digital is the smartest move you can make. By focusing on a tailored growth roadmap, you can chart a course that serves your company’s unique needs and keeps sustainability, purpose, and progress at the forefront.

Transformation is not just about being first. It’s about being right.

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"One of Ant's strengths is relating to owners in a visionary sense and talking to people who are on the ground...[Ant has a] wide understanding of different systems, processes and applications and can articulate where we're going and what the possibilities are...working with Ant has changed the way we make decisions about IT structures and support systems."

Felicity Hopkins, Director - Research Review

We hired Ant to support us with an important project after he was highly recommended by colleagues. Ant was responsive, speedy, super-helpful and helped us to make key decisions. We appreciated his broad experience, and his ability to hold a high level strategic view alongside expert advice on details. We will definitely be consulting with Ant again and are happy to recommend him.

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James Armstrong, Director - MediData

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"No question has ever been too silly. Ant's been accommodating and helped me understand. I've valued that he understands the charitable sector really well. He can look through the experience that he has with larger organisations and what's the reality for a small and mighty charity where you don't have teams of people that can come in and project manage an IT project"

Nicola Keen-Biggelar, Chief Executive Drowning Prevention Auckland

"Having Anthony was really valuable – to lean in on his skillset – and his connections. He was able to provide impartial advice about the different strengths [of the providers]. It was important that we undertook a good due diligence process. Having Anthony there meant we had impartial selection as well, which is very important to us and [something] other not-for-profits [could benefit from]."

Rose Hiha-Agnew, Program Director - Community Governance

Unlike outsourced IT providers who often operate without deep business knowledge, Target State acted as our strategic partner to ensure technology was purposefully aligned with our business goals, driving real value and growth.

Nathan Barrett, COO Delta Insurance

Ant has a clear, no-nonsense approach to technology. He focuses on outcomes, not hype, and always keeps the business context front and centre. In a world full of AI buzzwords and distractions, he’s someone who brings clarity and direction.

Rohit Kashikar - Head of Technology, Delta Insurance

Although we’ve only just started working with Ant, it’s already clear he brings a thoughtful and structured approach. He quickly grasped the context and asked the right questions to get us moving in the right direction. I’m looking forward to seeing where we can take things from here, especially to ensure we cut out waste and hold vendors to account.

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